Founder Heida Birgisdottir launched Nikita in Iceland in 1999 in the back of a retail shop, as a result of her frustration with being forced to wear men’s clothing as a snowboarder and surfer.
Both the brand story and the style quickly resonated with customers and the brand steadily expanded to the 30+ countries where it is sold today.
Amer Sports acquired Nikita in late 2011, tapping in to the large and dynamic market driven by young people who skate, surf and snowboard. The acquisition complemented Amer Sports portfolio in Action Sports, supporting its strategic priority to grow faster in softgoods, and providing Nikita with the benefits of leveraging scale in design, sourcing and go-to-market activities.
In the past two years there has been an organizational reshuffle, new HQ location, and new category extensions into hardgoods, boots, and bindings.
With a new marketing structure now in place for North America, Nikita is set for change. As the integration of the brand evolves for the action sport division of Amer Sports, the group is excited about the promising future of Nikita as a 360-degree brand and continuing to bring authentic product for women to market.
Nikita’s current direction pays homage to its action sports history and Icelandic origin, but also embraces a more fashion forward silhouette direction in the spirit of womenswear trends and modernity, taking a more mature approach to design and production that appeals to the entire breadth of its customer base.
Collections for surf, skate and summer
For Spring/Summer 2014, Nikita has three collections for soaking in a surf, skate and summer lifestyle: Sand City, Drift and the collaboration with Copson Street.
One of Nikita’s big stories for the Spring-Summer 2014 season is Copson St.
Creator of the fashion blog, Maria Falbo radiates style with her flare for urban-tropic living, and so the collection features a group of laid back loose styles with roots in skateboarding.
Nikita translated Maria’s tropical vibes and eye for style into two unique prints with a touch of acid wash and skate-luxe magic.
Carla Murphy, VP of Womens, Amer Sports commented, “We are excited to be bringing a collab to market for summer 2014—the combination of Maria’s love of low-slung, summer living and Nikita’s understated design has resulted in a truly unique collection full of spirit and interesting aesthetics. Muted graphical expression combined with everyday ready-to-wear clothing has made this a collection for every girl, whatever their activity.”
“What we said was vital upon purchasing Nikita was that we always keep true to what the brand is. To me, the Copson St. collab is a cool idea, with cool people and products. That is the purest form of Nikita I know and upon bringing it all together it feels pretty powerful”, said Brad Steward, Vice President of Digital Marketing at Amer Sports.
Nikita Life - a new way of thinking about the Nikita Girl
Nikita is also bringing an all new Nikita Life assortment to the market. Designed for an active lifestyle and to find balance with a healthy body and mind, Nikita Life features comfortable classics for making the most of summer whether with sunrise yoga, cycling, running or skateboarding.
“One day we looked around and thought, "why does our Girl need to change her brand, when she changes her activity?” highlights Heida Birgisdottir, Founder and Head of Nikita Design.
“Nikita Life is a new line and new way of thinking about the Nikita Girl”, adds Nikita designer David Young. “We want our girl to have everything she needs for going from surfing, skating or snowboarding and into Yoga, being active and staying healthy.”
View a video about the 2014 Copson St. Collection.
Source Amer sports
Website : www.nikitaclothing.com
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